Great Publication..But people rather steal the publication than pay for it.

I created a test run of my magazine to project the feedback of the public. I positioned it in different businesses around town to get feedback from those business owners and to generate interests. After returning to all of the establishments, they told me each time they had to stop people from walking off with that one magazine I gave them. By the middle of the month, every business, is missing the magazine, noting there is an obvious interests.

The magazine has paper capability and the ability to download a digital copy. Based on the experiences and feedback from the businesses, I would gain more interests if the the magazine was distributed for free and then make the bulk of the revenue off of advertising. I am having a hard time putting this into a model that would attract advertisers without diminishing the value of my product. Does anyone have a good way to make the proposal be a win/win situation and also have an increase conversion from proposal to actual advertising revenue?

Thanks.